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"Companies are no longer just in the business of selling goods and services; they are in the business of selling a customer experience," says Mark Johnson, CEO of Loyalty 360, the Loyalty Marketer's Association. "Especially in today's challenging marketplace, brands that excel at delivering an experience that engage customers by creating and maintaining a strong emotional connection with them will have a distinct competitive advantage."

Fact is the next-generation consumer is here. They're socially networked and they're demanding more from the companies they do business with. They expect higher levels of service and enhanced communications provided through more channels. And, perhaps most importantly, they have